3rd Annual Mobile Marketing Summit. High Level Intro

1. 3rd Mobile Marketing Summit
August 2010
Rick Joubert
Executive Chairman Yonder Media
Founding Chairman MMA SA
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3. • SA Council born November 2008
• Founder members: 14
• Current active member companies: 45
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4. • Standards / validating existing MMA standards and adapting for local
conditions where necessary
• Measurement
- Publisher landscape
- Mobile inventory category volume
- Brand / verticals investment
- Local adoption of MMA/GSMA measurement project (Nielsen/M:Metrics)
• Networking
- breakfasts, half-day workshops, full-day conferences etc
• Evangelism / PR

5. Regulatory Framework
• Useful Current guidelines (not exhaustive)
- WASPA code of conduct
- DMASA Code of ethics
- DMASA “DNC” database
- ASA Guidelines
- Electronic Communications & Transactions Act
- Lotteries Act (competitions)
• Future
- Consumer Protection Act (Oct 2010)
- Protection of personal information Bill
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6. EDUCATION AND TRAINING
• Project 1: Launch local Tier 1 Certified Mobile Marketer Programme in South Africa
  Done
• Project 2: Online Training for Mobile Marketers
  A number of options identified, work in progress
• Project 3: Internship Programme for Mobile Marketers
  Setting up Learnership Agreement, via four party agreement between the intern, lead
employer, host employer and the Service Seta
 applying for a grant towards monthly income for interns for 6 months
 In association with the DMASA
Group Leader: Candice Goodman

7. NETWORKING AND PUBLICATIONS
WORKSHOPS 2010
• Mobile Marketing Summits – Aug 2010
• Brands Talk Mobile – 16th Nov 2010
• Mobile Marketing Summit Kenya - 1st March 2011
• Brands Talk Mobile - April 2011
• Mobile Marketing Summit Nigeria - June 2011
PUBLICATIONS 2010
• Mobile Government Briefing
• Mobile Marketing Guide
Group Leader: Terry Murphy

8. GUIDELINES AND STANDARDS
Advertising formats reviewed and agreed
1.SMS
2.Mobile Web
3.MMS
Engaged with the following
1.WASPA
2.OPA (DMMA)
3.DMASA
4.ASA
Next formats for review
1.Mobile TV and Video
2.Applications
3.USSD
Group Leader: Brett StClair

9. MEASUREMENT & RESEARCH
Operators
Party SP
MMA SA
Scope
Third
Short Term
• 2 x Yearly AMPS data extraction X Done - Mobile insight out of
AMPS updated for AMPS2009B
and circulated to members
• Mandate Mobile Media Survey X X Evaluation Complete
Funding Approach to be agreed
Appointment August 2010
• Workshop Framework & Standards X In Progress
Leveraging Global MMA Work to date 1st Draft – Q4-2010
Medium to Long Term
• Industry alignment – SAARF, DMMA X X Work in Progress
etc...
• Operator based WAP and SMS/MMS X X X Started
Gateway Solution Henry Stevens from GSMA met
operators in March – Progress
Slow
Group Leader: Raymond Buckle
9 August 2010
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10. Access: Population
Population in SA with entertainment / communication
technology in their household
Figures in 000s
Source: AMPS 2009 B 10

11. Growth of unique cellular phone access in SA
1999 2009
11% of SA adults had access to 71% of SA adults use a cellphone.
(at least one) cellphone.
Source: AMPS 2009 B

12. Growth of unique cellular phone access in SA
among the economically active population
1999 2009
20% of SA working adults had access 83.9% of SA working adults use a
to (at least one) cellphone. cellphone.
Source: AMPS 2009 B

13. Penetration of cellular phone ownership in SA
By LSM
71% of the SA population has access to a cell phone
Source: AMPS 2009 B

14. Positioning Map of users of various media:
Age and Income
39 MNet
38
37
Radio TV DSTV
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Outdoor Newspaper
35
Average Age
Cellphone
34 Magazine
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32 Internet
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29 Cinema
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Average Monthly Household Income
R7 500 R9 000 R10 000 R12 000 R14 000 R16 000 R19 000 R21 000
Source: AMPS 2009 B 14

15. Cell phone users
Activities on their phone
Source: AMPS 2009B 15

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20. The media assets
• Local publishers have come a long way
• Mobile operators largest local media owners
• Off-shore publsihers dominate the mobile web space
• Still a highly fragmented environment but opportunities
for marketers abound
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21. The advertisers
• Very broad based today
• Dominance of Mobile Entertainment/Content sector has
been broken….
• Other significant verticals are banking, insurance, retail
• FMCG community has recognised the power of mobile
integration (ATL & on-pack) but so far slow to discover
mobile media
• Who’s missing a trick?
- Government at all levels
- High inventory / value sectors e.g. Real Estate and Automotive sales channel
- Many others!
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22. Mobile Marketing
• Mobile marketing = Mobile business
• CRM: SMS, MMS, AMS, WAP, USSD = customer dialogue
• Direct Marketing (Owned + Bought databases)
• Mobile search, search marketing, SEO and ORM
• Making traditional advertising clickable
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23. Mobile Commerce
• Vouchers and coupons
• Mobile Wallets & virtual currencies
• Debit card – card not present
• Looking forward
- Augmented reality
- Shopping comparison
- Real world loyalty / LBS
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24. Thank You
rick@yonder.co.za
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